Ethos is an important component of Aristotle's triangle because it refers to the distinguishing character of a person, which, at the same time, is directly connected to how well this person can convince his/her audience when giving an argument. Ethos mainly refers to a speaker's credibility, which is measured by analyzing different aspects, such as trustworthiness, authority, expertise and similarity to the audience. Therefore, it is the audience the one that decides whether a person is a high- or a low-ethos speaker. Ethos is an important component because it takes into account how significant the personal character of a speaker is when he/she is trying to persuade the audience.
Moreover, the three characteristics that a speaker must have for us to believe him, according to Aristotle, are ethos, pathos and logos. The three of them are devices or strategies used to persuade an audience. While ethos is an appeal to the credibility of the speaker, pathos is an appeal to the audience's emotions and logos is an appeal to reason that is achieved by providing logical arguments.
